AMA: Google Developer Marketing Lead, Google Assistant, Vishal Naik on Platform Product Marketing
January 25 @ 10:00AM PT
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👋 Vishal Naik
Hi all, I'm Vishal Naik, Head of Product Marketing for AI (and platform and developers) at Box
• 👋 Based in: San Francisco
• 🧠 Top of mind: KPop Demon Hunters
• 💬 Ask me about: DIYing stuff
• 🍦 Fun fact: we just opened a new role on the Box AI PMM team
• 👋 Based in: San Francisco
• 🧠 Top of mind: KPop Demon Hunters
• 💬 Ask me about: DIYing stuff
• 🍦 Fun fact: we just opened a new role on the Box AI PMM team
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
I'm big on analogies (perhaps annoyingly so), so equate it to a concert: The Portfolio or Suite is like the band. It's the grouping of the products that you sell/come to ...
2782 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
When selling a platform, you're selling what a customer can accomplish, less what a customer is buying. Obviously in the SaaS world, a lot of our marketing is based on th...
1082 Views
5 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
In my opinion, the most important thing in prioritizing your messaging is finding the common denominator across your platform. Does it create a new output, or solve a new...
1838 Views
9 requests
How do you build a consistent lead generation framework across channels for your product? What kind of a martech stack do you suggest for beginners?
Question asked from the perspective of a CRM vendor that is trying to scale up.
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
Answering this based on the context of the question being asked from the POV of a CRM vendor looking to scale: The biggest challenge I've come across is attribution. The ...
1341 Views
4 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
Great question. To be frank, even for companies with a reputation of being open and extensible, this one is always a challenge when you're in a Platform role. Because at ...
958 Views
1 request
How is your team making the transition from product marketing to solutions marketing?
Do PMMs share both product and solutions marketing responsibilities? Or do PMM now speak more to the users and solution marketers to the buyers?
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
I view the role of a PMM as being someone who owns the full story/customer perception of a product, is the product-line CMO so to speak. Sometimes you will need to market...
1293 Views
4 requests
How can I start making a change in my organization to influence the roadmap based on consumer insights?
I am at a company where Product builds the roadmap without many insights from Marketing or research.
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
An Engineering leader at a previous company described this to me as a tripod--decisions made based on the intersection of PM, Eng and PMM. Here PMM is representing the cu...
810 Views
3 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
Market research is a pretty valuable data point in terms of prioritizing verticals (or any other segmentation slice), but so too is your product ownership point of view a...
1390 Views
2 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
The biggest thing I consider is that the messaging created is about the customer and what they are thinking/feeling/experiencing. Rather than what we are building and wha...
891 Views
4 requests
Box Head of Product Marketing, AI & Platform | Formerly Google Gemini • 4y
At DocuSign, there are product marketers across our main product categories, as well as industry and audience teams. Every company I've ever worked at has grouped their t...
1327 Views
5 requests